Belgian-born designer Bruno Pieters unveiled his first collection for HUGO, the avante-garde diffusion line of Hugo Boss, in September 2008.
Click here to see Pieters first collection for HUGO
What have you done prior to your job at Hugo Boss?
I’ve had my own collection since 2001. I started out with a couture collection and later in 2002 I launched a ready-to-wear collection. In 2006 I won the Swiss Textile Award and in 2007 the Yves Saint Laurent Award and the Foundation Pierre Bergé award. Later that year I also launched my first men's line. Before starting my own brand I worked for Martin Margiela, Josephus Thimister and also Christian Lacroix in Paris.
What attracted you to the job of Creative Director at HUGO and why do you think they chose you?
I loved the idea of transforming HUGO into a designer brand from the very beginning, HUGO BOSS is known all over the world for its impeccable tailoring and this is a great element to work with as a designer. The reason why they picked me is something you should ask my CEO, but I believe it is because my own collection is also very focused on cut and tailoring.
How important is the ‘cult’ of the Creative Director to a label nowadays?
I think it is as important as it always has been, people don't just need clothes; they love the identity clothes can give you. Designers are part of that identity; they are part of the story.
What are the label’s defining characteristics?
HUGO is graphic and tailored; it's the fashion forward designer brand within HUGO BOSS.
This season we will show HUGO in Paris during fashion week for the very first time, it’s also the first time I will show my own men's collection.
How did you approach your first collection?
I wanted to work with all the strengths HUGO already had, such as great tailoring, perfect quality, luxurious materials and play with the concept of the suit, since they have the best suits in the world. I did this in a very graphic way, changing the proportions and adding shapes and details that are innovative to me.
What can we expect from your next collection?
The collection for Spring/Summer 2009 is a logic continuation of my vision for HUGO. Architectonic silhouettes and graphic styles will remain essential characteristics of HUGO.
We’re allowed to take you to one shop now, anywhere in the world – where should we take you?
Probably to New York, to Saks Fifth Avenue. It’s one of the best department stores in my absolutely favourite city.
You’re allowed to take one other person – living or from history – who would you take?
Jean Cocteau.
Tell us something surprising about yourself?
I hate surprises. I can be a bit of a control freak sometimes.
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